From Content to Craft: How Abhinav Yadav’s 'Create Your Taste' is Reimagining Indian Handmade Décor

For founder Abhinav Yadav, the brand, Create Your Taste did not begin as a business pitch or a carefully plotted entrepreneurial move. It emerged quietly during the lockdown, shaped by solitude, curiosity, and a return to slower, more intentional living. 

“The start of Create Your Taste was a direct extension of the lifestyle I adopted during the lockdown,” Abhinav explains. “It wasn’t strategic—it was organic, driven by genuine interests like crafting from waste and gardening, something I inherited from my parents.” At a time when much of India’s digital content leaned toward spectacle, his work felt grounded and real. The response arrived quickly, measured in engagement, validation, and rapid follower growth.

This momentum forced Abhinav into a defining decision. Having secured a scholarship for a master’s degree at one of the world’s leading business schools, he found himself questioning timing and intent. “Pursuing that degree online didn’t make sense when I could see the potential of what I was building,” he says. “That’s when I withdrew my admission and committed to content creation full-time.” What began as a creative outlet now demanded conviction and risk. 

When Content Turned Into Commerce

Nearly a year into the journey, a pattern became impossible to ignore. Audiences weren’t just engaging with videos—they were curious about the spaces within them. “People kept asking for links to artefacts I’d casually picked up from local fairs,” Abhinav recalls. “That’s when I realised there was a massive gap.” The demand was clear, and so was the disconnect between digital consumers and traditional artisans. “The community needed access, and the artisans needed money to stay afloat,” he says. “That was the moment purpose and business converged.” Create Your Taste took shape as a décor label grounded in accessibility and fairness, guided by its defining ethos: From Kaarigar to Homes. A platform that now bridges Indian artisans with contemporary homes.

Building this bridge, however, was anything but straightforward. One of the earliest challenges lay in aligning traditional craftsmanship with contemporary design needs. “Artisans usually perfect one product over a lifetime,” Abhinav explains. “Asking them to reinterpret their skills required a complete mindset shift.” Even minor changes—like transforming bamboo baskets into indoor planters—proved complex. “Some struggled to understand our vision, while others were reluctant to change at all,” he admits. Trust, adaptability, and communication became essential filters in selecting long-term partners.

Redefining Success Beyond Revenue

In its early phase, Create Your Taste was driven by urgency. “I was young and naive, chasing quick cash flow to prove myself,” Abhinav reflects. “I didn’t realise that a business built only on revenue sheets collapses if the product doesn’t perform consistently.” Over time, the focus shifted to quality, durability, and long-term product performance.
“We moved away from chasing revenue and invested in on-ground improvements,” he says. The outcome was a loyal base of repeat customers—something Abhinav considers the truest indicator of success. “That loyalty is the real green flag.”

The brand’s name carries forward Abhinav’s original creative intent. “Create Your Taste started as a content page meant to inspire—not to be copied,” he explains. “It meant, ‘I create, and you add your taste.’” As a décor label, the name evolved seamlessly, inviting customers to style handcrafted pieces in ways that reflect their own sensibilities.

How Artisans Are Chosen

Artisan partnerships are built through a balance of research and intuition. “We start by understanding what people actually want,” Abhinav says. “Only then do we design the catalogue and look for the right creative partner.” Skill and craftsmanship are non-negotiable, but adaptability matters just as much. “They need to experiment, adapt to trends, and follow processes—because everything 

The impact on artisans’ lives, though not exaggerated, is deeply felt. “I won’t make pompous claims,” the founder says, “but I know we’ve helped shift incomes from seasonal to year-round.” For many families, this stability has translated into independence and security, particularly for women. One moment remains etched in his memory. “An artisan told me he could finally afford proper sports shoes for his son, an aspiring wrestler,” he recalls. “That’s when I knew our work was creating real change.”

Transparency underpins the brand’s pricing model. “If our Kaarigars aren’t happy or creatively fulfilled, the business simply won’t thrive,” Abhinav says. Costs, expectations, and future increments are discussed upfront, ensuring sustainability for all stakeholders. Being a creator has sharpened his understanding of Indian consumers. “It’s the difference between reading a map and driving the road,” he says. One DIY video during Diwali led to an unplanned product launch after audiences demanded the exact décor setup shown on screen. “That’s real-time insight—you can’t buy that kind of clarity.”

Scaling Without Losing the Soul

For Abhinav, growth is not about speed or excess. “We’re not chasing vanity metrics,” he says. Scaling happens through mentorship—turning skilled artisans into teachers who pass on knowledge within their communities. Though Create Your Taste remains lean and bootstrapped, the ambition is expansive. “Dream big,” he says. “If your blanket gets too short, you add a new patch.”

In a market shaped by fast décor and fleeting trends, Create Your Taste stands for something slower and more enduring—where craftsmanship, storytelling, and intent come together to build impact that lasts.